Wirtz Beverage merges, rebrands as Breakthru Beverage Group


Wirtz Beverage Co. has completed their long-planned merger with Charmer Sunbelt and is now officially operating as Breakthru Beverage Group, the company announced via press release Monday.

The new company, which distributes Ballast Point, Green Flash, and Samuel Adams in Minnesota, among many other national and local craft beers, wines, and spirits, will operate in 19 markets across the U.S. and is expected to generate more than $6 billion in annual sales. The merger makes Breakthru the second-largest alcohol wholesaler in the country, behind Miami-based Southern Wine & Spirits.

“We have put together a significantly expanded, unified footprint that will bring execution, operational and brand building excellence to life in a way that all of our supplier partners are looking for,” said Greg Baird, Breakthru Beverage President & CEO.

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